מיקסום רכישות באתר – מעיצוב תהליך הקנייה ועד מודל התשלום

Optimizing the Sales Funnel

Wait, isn't Sales funnel aVendor Issue?

NO...

Affiliates: Take charge over the SALE!

BTW, you'll become

a vendor SOON!!

• 10 ,000 Active Vendors & Affiliates

• 15,000 sales per day

• 100 Employees (Herzeliya, San Jose)

What is Plimus?

The Plimus service

Vendors based in Israel (10% of Biz)

Sell (and Promote) Services, not ProductsWhy subscriptions are so great?

For VendorsFor VendorsFor ShoppersFor Shoppers

• Comfortable (No need to re-order each time)

• Risk is spread (No big one-time charge)

• Pay if still useful

• Life time value growth• Predict Future Income•“Small Ambassadors”

…But Subscriptions have a Dark Side too

• Increased refunds and chargebacks

• Increased customer support calls

• Negative social media messages

Monthly cycles: average of 80%• 4 - 6 months long (B2B services last longer)

The Typical Subscription Auto Renewal Rates:

Annual cycles: average of 70%• 3 - 4 years long, due to expiring credit cards and accounts

•Non Auto Cycles: 40%

Upgrade Now

Why domy visitorsare NOT

buying?

If Subscriptions are great…

No Way !

Probably not

MaybeMaybe - yesYes!

Best Conversion rate

Good Conversion rate

Low Conversion rate

Who can we convert?…there is no 100%

Conversion Optimization

Range

100%

0%

5 %

Average Conversion Rate from free to paid:

2%

B2C Platforms Converts Even Less…

Selecting the right “free” tactic

Free Trial OnlyFreemium • B2B service

• Big Marketing budget

• “Cost” of free users is high (Support, Bandwidth…) • Low, or no “virality”

(Kampyle, BI Systems)

• Light-weight B2C service • Marketing budget is low • Cost of free users is low.

• Critical mass is needed

• Higher “virality”

(Wix, Skype, Dropbox, Jdate)

• When collecting credit card before trial – 30% to 50% will eventually pay.

• Without card collection, only 5%-10% will convert (but amount of testers will rise…)

Bottom Line: collecting CC’s is best when value of service is clearly strong from day 1

Free Trials? What to expect…

• Don’t prevent access to features during trial

Free Trials Best Practices

• “Seduce” users to invest in configuration User-labor creates bonding and value

• Set short trials before user enthusiasm is OVER. Sometime even days…

Tools to Convert

Countdown is a powerful tool:Do use, but with caution…

Days left

Tools to Convert

Tease with Data users will get the minute after…

The Journey to sales…

1. Home page/Landing Page2. Sign up (optional) 3. Plan Picker Page 4. Checkout5. After the sale

$66

1 :Directing to the Sale Funnel: Wording

“Sign-up for Free Trial” > demands too much commitment…

1 :Directing to action: Wording

Action text Click Rate

( An experiment of a blogger (Dustin Curtis on the influence of wording to subscribe to his twitter

1 :Directing to the sale funnel: DesignVideo converts better than text Visible Action

1 .Directing to the sale funnel: Design

1 .Headline - Red2 .Border - Dashed

3 .Price Drop - Significant 4 .Button - Orange

5 .Button Text- Add to cart6 + .Hyperlink

7 .Card Symbols

Best Converting Button by Online Marketers

2 .Signup - The users are not yours yet!

keep it ridiculously short…without loading a full new page

3 :The Plan Picker page: Know Your Customers Concerns …

• “I don’t have time now…”

• “Implementation will be hard…”

• “Not sure this is The One…”

Then, confront them…

A: Messaging on the Plan Picker page

A: Messaging on the Plan Picker page

30% higher conversion than the original!

=50%

=35%

=15%

B: Ordering the Plans The JDate Experiment (changing the order of plans)

=25%

=50%

=25% =50%

=35%

=15%

B: Ordering the Plans The JDate Experiment (changing the order of plans)

=30%

=45%

=20%

=5%

=25%

=50%

=25%

B: Ordering the Plans The JDate Experiment (Adding the annual plan)

Too Many Refund Requests…

B: Ordering the Plans

C: “Packaging” the plans ( Helping users find their plan ).…

“Price” Sensitivecustomer

• Looks for deals• Knows what he’s buying

“Result” Sensitive customer

• Wish to reduce risk• Not sure of outcome

C: “Packaging” the Plans :Answering the 2 different “mindsets”…

Offer aneconomic

long term deal

Offer a free (or cheap)

Trial period Best Value)-; Most Popular)-;

D: Dividing the plans

DropBox: The clean way- keep it simple

“Less is more” – 3 to 4 plans will do

CrazyEgg: Give measurable differentiators and not by features only

7 :Dividing the plans

D: Dividing the plans

Bad Practice …dividing by features only

E: Pricing…

• Set price to the value & “depth” of product

• Consider competitors pricing, and differentiate yourself! • Push and Give Big Bonus for long-term plans (with free months/discount), but NOT lifetime.

Conclusion: Encouraging, Focusing, Reducing Concerns, with Measurable Differentiators

4 .The checkout - Bad Practice .…

The checkout- Bad Practice .…



The Checkout- Good Practice

The Checkout - When Fully Branded Converts 30% Higher !

@Plimus- affiliates can override the whole sales funnel- including checkout

Swimming course on-line for kids

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Order our eBook today

Vendor Site





Vendor Checkout




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Order our eBook today

Vendor Site

Save your kid from drowning in 5 Min.

Order NOW

Is your kid really safe on the pool?Can you afford losing him just because you didn't not spend the

time teaching him to swim…

Affiliate Site





Vendor Checkout

Pay Now


Order NOW

Is your kid really safe on the pool?Can you afford losing him just because you didn't not spend the

time teaching him to swim…


Name

Last

City

State


Affiliate Site Affiliate Checkout

The Checkout - Are You Truly Global?

Auto detect your user language…

The Checkout - Are You Truly Global ?

Show price in local currency, and allow switching

The Checkout - Are You Truly Global ?

Offer local payment methods…and show them!

The Checkout :Policies and Statements Bold statement on refund policy, MoneyBack, Privacy Policy, Security…

The Checkout – Every Field Counts …Try to reduce number of fields needed to complete purchase

Before (15 fields) After (8 fields)

30 % improve of conversion rate

The Checkout – why do shoppers quit…

*econsultancy.com

50% of online orders in Germany areNOTvia

credit cards

50% of online orders in Germany are NOT via

credit cards

20% of online orders go to PayPal, yet many vendors lack

the option.…

20% of online orders go to PayPal, yet many vendors lack

the option.…

The Checkout – Check Your Processing Success Rate…Get inside the black box .

15% of valid orders will decline because currency/card

clashes

15% of valid orders will decline because currency/card

clashes

25% reduction in cart abandonment

Checkout– showing the cart during checkout is proved to work well.

the sale is COMPLETED?...

Our mission is NOT!

5 .The “After Purchase” disorder

6 % of orders will reverse…

After purchase good practice

• Celebrate Purchase! (Message)

Purchase competed

Product is on the way

!

• Stay in Touch (Reminders)

• Provide Info (CC statement, Instructions)

• Offer Support (for Inquiries)

• Post sale - up sale Can double cart size, without hurting initial sale

Maximize CLV (Customer Lifetime Value)

Thank you for buying

our amazing software!

>

Upgrade to PRO for $19 only

.…

Thank you for buying

our amazing software!

>

Upgrade to PRO for $19 only

.…

Maximize CLV (Customer Lifetime Value)

• One-click-purchase

25% increase in returning orders after implementing one-click-charge via Plimus (a PCI Secured solution)

Affiliates Remember: Take charge over the SALE!

(not just the Traffic )

Last Thing…

That's it… Thanks!

[email protected]

Technology

מיקסום רכישות באתר – מעיצוב תהליך הקנייה ועד מודל התשלום